We wanted to discover which marketers were managing their entire LPO practices in-house, and which were turning to outside agencies for supplemental expertise. Find out the results from a survey of more than 2,600 marketers in this week’s chart.

This chart demonstrates that in aggregate, LPO is overwhelmingly performed in-house, rather than outsourced. There are some discrepancies between the outsourcing levels reported by corporate marketers, as compared to the popularity of these services from the agency perspective.

Outsourcing of technology and coding in particular is often directed toward technology consultancies and individual freelance developers, which are not represented in this study, rather than marketing agencies.

Thus, while the outsourcing level is relatively high, the popularity of the service from marketing agency perspective is low.

It should be noted that this chart represents functions actually performed. Where expertise or operational gaps are not closed, neither employees nor consultants are likely performing those functions, yet the balance remains unaltered.

For additional research data and insights about landing page optimization, download and read the free Executive Summary from the MarketingSherpa 2011 Landing Page Optimization Benchmark Report.

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